#29 Online KOL marketing in China - SupChina
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#29 Online KOL marketing in China

Key opinion leaders, or KOLs, have a strong connection to Chinese internet users and are now highly sought after to sell products to huge audiences on ecommerce websites and streaming platforms. Elijah Whaley, chief marketing officer at PARKLU, explains to Aladin Farré the reasons why this growing industry works so well in China and how, eventually, livestreamers may end up consuming the same brands that hired them in the first place.

Middle Earth is produced by China Compass Productions. If you have a China-themed cultural product, please get in touch!

With thanks to Brenden Gonsalves for graphic design and Sean Calvo for music support.

Recommendations:

Two famous livestreamers in China: Lǐ Jiāqí 李佳琦, also known as Austin Li, and Melilim Fu, a beauty and makeup influencer.

Aladin Farré

With two degrees in movie production and Chinese history, Aladin felt it was only natural to go work as a nonfiction content producer in China. He is now a documentary project manager at LIC China (大陆桥), the largest importer of documentaries into China, where he hopes to uncover the secrets of successful international co-production. Follow him on Twitter @aladin_f.

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